Nonprofit Leader External Communication Strategies to Attract New Donors
Approximately 64% of nonprofit leaders struggle to connect with supporters through fund initiatives alone, and 59% of nonprofit leaders lack the marketing communication capability to attract new donors. Fundraising is vital to nonprofit organizations' sustainability and essential for successfully attracting new donors. The purpose of this qualitative single case study was to explore effective external communication strategies used by 3 southern California nonprofits through the conceptual lens of the integrated marketing communications theory. Data were gathered using semistructured interviews, a review of organizational documents and online databases, and the Baldrige Excellence Framework. The data were analyzed using Yin's 5-step process. The two key themes that emerged were process strengths and process opportunities. The results of this study could contribute to positive social change by helping organizations strengthen external communications strategies to increase new donors and financial capital to achieve mission goals.